- BSBADV402B - Conduct pre campaign testing
Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners
BSBADV402B Mapping and Delivery Guide
Conduct pre campaign testing
Version 1.0
Issue Date: April 2024
| Qualification | - |
Unit of Competency | BSBADV402B - Conduct pre campaign testing |
|---|---|---|---|
| Description | This unit describes the performance outcomes, skills and knowledge required to pilot an advertising campaign and to make adjustments that will maximise the effectiveness of the campaign.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement. | ||
| Employability Skills | This unit contains employability skills. | ||
| Learning Outcomes and Application | This unit applies to individuals in an entry level position in media planning, media buying, account management or advertising roles within an advertising team or media organisation. Individuals undertaking this unit conduct testing of advertising communications and based on the test results refine advertisements to ensure they meet marketing communication objectives. | ||
| Duration and Setting | X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting. |
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| Prerequisites/co-requisites | |||
| Competency Field | Business Development - Advertising | ||
| Development and validation strategy and guide for assessors and learners | Student Learning Resources | Handouts Activities |
Slides PPT |
Assessment 1 | Assessment 2 | Assessment 3 | Assessment 4 | |
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| Elements of Competency | Performance Criteria | |||||||
| Element: Plan for pre campaign testing |
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| Element: Pilot the advertisement |
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| Element: Utilise pre campaign test results |
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Evidence Required
List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.
The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package. | |
Overview of assessment | |
Critical aspects for assessment and evidence required to demonstrate competency in this unit | Evidence of the following is essential: demonstration of planning to test an advertising campaign pilot testing of an advertisement modifications made to an advertising campaign based on information gained during the testing process for at least one advertisement. |
Context of and specific resources for assessment | Assessment must ensure: access to an actual workplace or simulated environment access to office equipment and resources access to advertising, creative and media briefs. |
Method of assessment | A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit: assessment of written reports and/or examples of testing results analysis of responses to case studies and scenarios demonstration of pre-campaign testing techniques direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate observation of presentations of testing undertaken and findings oral or written questioning to assess knowledge of principles of advertising as it relates to the marketing mix review of data collection conducted. |
Guidance information for assessment | Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example: other advertising units. |
Submission Requirements
List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, checklist) and due date here
Assessment task 1: [title] Due date:
(add new lines for each of the assessment tasks)
Assessment Tasks
Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.
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Required skills |
communication skills to question, clarify and report on pre-campaign testing activities and results literacy skills to interpret campaign evaluation requirements, and legal and ethical requirements numeracy skills to analyse numerical and other data, and to draw conclusions research skills to evaluate responses collected in testing teamwork skills to collect test data in conjunction with colleagues technology skills to use a wide range of software and equipment to conduct pre-campaign testing. |
Required knowledge |
principles of advertising as it relates to the marketing mix organisational advertising objectives and contents of the advertising, creative and media briefs legal and ethical requirements for the advertising industry type of media available for advertisements identification and overview knowledge of key provisions of relevant legislation from all levels of government that affects business operations, codes of practice and national standards, such as: anti-discrimination legislation consumer protection laws copyright legislation ethical principles fair trading laws privacy laws Trades Practices Act techniques for evaluating advertising effectiveness. |
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included. | |
Aspects of the advertisement to be tested may include: | appeal average cost per response convenience of reply documents for consumer, such as: paper stock size of form spacing of blank lines credibility cultural acceptability impact interest-arousing interpretation memorability message clarity most profitable size or length of advertisement product/brand identification production techniques |
Legal and ethical requirements may include: | codes of practice such as those issued by: Advertising Federation of Australia Australian Communications and Media Authority Australian Competition and Consumer Commission Australian Performing Right Association Commercial Radio Australia Free TV Australia cultural expectations and influences ethical principles legislation policies and guidelines regulations social responsibilities such as protection of children, environmental issues societal expectations |
Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.
Observation Checklist
| Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice | Yes | No | Comments/feedback |
|---|---|---|---|
| Apply valid and reliable measurement tools for testing aspects of the advertisement | |||
| Document expected outcomes and targets | |||
| Select the test group and timing of the pilot advertisement in accordance with the advertising brief | |||
| Negotiate media placement in accordance with budgetary and scheduling requirements | |||
| Test the advertisement in accordance with the time and financial requirements of the advertising brief and budgetary requirements | |||
| Conduct data collection in accordance with the requirements of the evaluation tool/s and the advertising brief | |||
| Analyse test results for their impact on the advertising campaign | |||
| Make changes to the advertisement or media schedule in response to pre-test information, which meet the requirements of the advertiser | |||
| Provide options for changes to advertisements and present to the advertiser if required | |||
| Amend advertisements, where necessary, so that they meet legal and ethical requirements |
Forms
Assessment Cover Sheet
BSBADV402B - Conduct pre campaign testing
Assessment task 1: [title]
Student name:
Student ID:
I declare that the assessment tasks submitted for this unit are my own work.
Student signature:
Result: Competent Not yet competent
Feedback to student
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Date:
Assessment Record Sheet
BSBADV402B - Conduct pre campaign testing
Student name:
Student ID:
Assessment task 1: [title] Result: Competent Not yet competent
(add lines for each task)
Feedback to student:
Overall assessment result: Competent Not yet competent
Assessor name:
Signature:
Date:
Student signature:
Date: